One of the defining accomplishments in my life has been the creation of the HP DeskJet printer market in India. In end 1993, after the successful launch of HP LaserJet 4, my boss threw a challenge at me – “Ashwini, anyone can sell a HP LaserJet in India- we need to ramp up the HP DeskJet numbers? Look at Korea- it is doing 6000 nos/month and we are struggling in low single digits!” Over the next 4 months, I studied the product – and its market in India. A field promo to get customers to taste the printer (2,000 field trial program)  brought out a range of inputs from its target customers! As I interacted with the customers and studied the market reports, a picture of the opportunity and potential path to it started emerging! I negotiated specific price points with AsiaPac and built a product strategy by May’93 ( the breakthru was actually planned with HP DeskJet Portable and HP DeskJet 500 series pricing)!  We now needed to break down the channel resistance to change from the Dot Matrix Printer! The HP DeskJet turning point was the Godrej Goa dealer meet in June 94! HP got a small post … Continue reading The HP DeskJet Love Story…